When most people think of social selling, they picture an individual (likely the sales person), working the social sphere to build relationships and learn more about future customers or clients. But social selling can be so much more impactful if you think how to get more people involved in the social selling space and give each a specific role.
There are different roles for everyone when it comes to thinking strategically about social selling. I've trained a few hundred executives on social selling and over the last three years started to realize that the typical bell curve applies to this new channel; about 30% would not do much with it, 30% would do a little, and then 30% would go gangbusters and make it work.
So, I started to add the concept of teaching these individuals (in the same company) to work as a team. Depending on the channel, they would be the subject matter expert (or engager as I like to call them), the person that helps find stories and gives the engager ideas to create conversation, and finally the listener. Each channel could have different roles based on that channel's features and purpose (i.e. Twitter roles would be different than if you used LinkedIn).
By getting the cool cats and big dogs to work together, you expand your coverage of social communities that can become fertile ground for sales, and one person doesn't have to be overwhelmed with all the heavy lifting. A deliberate strategy and agreement on how often each individual is to be involved in their role, when and what is the measure of success in each role has a dramatic impact on social selling.
It creates a team atmosphere and gets the whole organization on board. And while I know sales people like to work a lone a lot, I've never had one turn-down support that helps them sell more, faster.
Teaming on social may appear as likely as cats and dogs becoming great pals, it can and does work.
As marketers we are often asked to help choose the company holiday card that will be sent to customers and clients. Every year I receive about a dozen cards and gifts. For companies, the holiday greeting card can be a great brand reinforcement device to customers and prospects if developed well.
You can go the safe route, which most companies do, and provide a thoughtful greeting, or stretch the boundaries a little to reinforce your brand. Below are my top choices for most memorable holiday card.
* Love letter from my mistress - actually, I don't have a mistress but I did come home from work one holiday to find my wife in tears, holding a handwritten letter. She shoved it in my face and told me to explain it. It indeed was a letter from a person in love (presumably with me). As I looked at the letter holiday greeting, and turned it over there was a copy of an artist's recent print (www.marcuspierson.com) which I collect. What's unique about the print, other than their visual brilliance, is that there's a story handwritten in each one. The agent at the gallery had come up with the idea to send this letter out to past customers. Great idea as I bought the recent print. The one exception being my wife getting to it first.
* Seinfeld's Human Fund episode where George creates a fake charity. While not a card I received personally, I have received charitable donations in my name. But if I were the show and wanted to sell episode DVDs to consumers, that card would be great. There's a Festivus for the rest of us!
* My most memorable greeting is an electronic greeting I received from Nstorm, inc. In 1999, this gamification company developed and emailed a greeting card to prospects and clients called Elf Bowling. Santa's elves were on strike and he was going to show them what a strike meant. To this day I think about that greeting each holiday and remember Nstorm. More importantly it reinforced their brand and what they did perfectly. It had an online component with a community so you could put your score online and compete. It was funny, simple and drove the message home.
Unfortunately, most companies aren't willing to go out on a limb in such a unique way. Too bad because I smile and remember that company over 10 years later.
"I'm just checking to see if you received my previous email..."
I'm not sure who came up with the concept that sending a second email within 24 hours of the first makes a lot of sense, but it's quite annoying and obvious that an automation system is doing it. There's nothing wrong with sending a second email to non-responders, as it will generally get 50% of the original email response, but not within the first 24 hours, and definitely not with the exact same email (even if you send it with different subject line).
If you get these types of emails, please reply with two points:
1) Give me more than 24 hours
2) Change up the content and the subject line (and especially don't try to pretend we talked.
- McGladreySr. Director, Go To Market Services, 2002 - present
Professional services marketing, including technology and accounting marketing align perfectly for leveraging today's social media and web 2.0 technologies to improve relationships and accelerate sales. But you have to have an understanding of many media, both traditional and new, and sales to make it all work together.
I bring a unique understanding of all areas of marketing and sales; from strategy and positioning, to creative production and implementation, helping me work with professionals to establish programs that align to their capabilities and their prospects and clients' willingness to engage.
- University of Texas at AustinAdvertising, 1982 - 1986
- Roosevelt UniversityMasters of Marketing Communications, 1993 - 1995
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